Download now Free registration required
Professor of marketing at Oregon State University and "Senior kahuna" for the Close to the Consumer Project, Jim McAlexander is a pioneer in the world of brand community research, exploring subcultures of consumption as early as 1995 and brand community development as early as 2002. His most recent research examines the joint participation of marketers and consumers in the establishment and evolution of brand communities. In this interview, Professor McAlexander discusses the synergistic relationships that exist among companies, brands, consumers, and products. If marketers can partner with brand communities to nurture these relationships, engaging in a mutual process of giving, then consumers, brands, and companies alike will benefit.
- Format: Webcast
- Size: 0 KB